The name Future Group itself reflects a success a story. It has many companies as its subsidiaries. One of these is Big Bazaar- a chain of hypermarket. Big Bazaar has its retail stores in various cities of India. Then I have studied the working of Ludhiana store The report is based on the short-term project cum training in Big Bazaar, Ludhiana. The report is based on the marketing and customer relation management at Big Bazaar. The report has the details collected from Ludhiana store. Purpose of doing the project is to understand the marketing aspect of Big Bazaar. A survey was also conducted which helped us to understand the customer behavior and the swot analysis of company. Marketing mix of company is also prepared to understand 4 P’s of company. The survey questionnaire was analyzed in detailed. 

1. A PROJECT REPORT ON STUDY OF
MARKETING ASPECT AND
CUSTOMER RELATION
AT
PREPARED BY:
SAHAJPREET KAUR
PGDM-C
19DM172
BIMTECH
BIG BAZAAR

2. 1 | P a g e
STUDENT DECLARATION
I Sahajpreet Kaur the student of Post Graduate Diploma in Management from
Birla Institute of Management, Greater Noida affiliated to AICTE hereby declare
that all the information facts & figure gathered by me are first hand in nature and
this is actually based onmy findings. Any similarity from existing works is purely
coincidental in nature.
Sahajpreet Kaur
19DM172

3. 2 | P a g e
ACKNOWLEDEMENT
I owe a great thanks to many people who directly or indirectly helped and
supported me during the completion of this project. I am really grateful to Birla
Institute of Management Technology for providing this opportunity. I thank my
Project Mentor – ProfessorSunil Sangra, -Teaching faculty BIMTECH for your
great supportduring project.
My deepest thanks to Industry Mentor- Mr. Satinder Singh- HR manager at Big
Bazaar, Ludhiana for guiding me with attention and care. I thank to all the
members at store for devoting their precious time to help me with the project.
I felt my heartful thanks to my family, friends and close ones for showing their
confidence in me and supporting me.
Sahajpreet Kaur
19DM172

4. 3 | P a g e
EXECUTIVE SUMMARY
The name Future Group itself reflects a success a story. It has many companies
as its subsidiaries. One of these is Big Bazaar- a chain of hypermarket. Big
Bazaar has its retail stores in various cities of India. Then I have studied the
working of Ludhiana store
The report is based on the short-term project cum training in Big Bazaar,
Ludhiana. The report is based on the marketing and customer relation
management at Big Bazaar. The report has the details collected from Ludhiana
store.
Purposeofdoing the project is to understand the marketing aspect of Big Bazaar.
A survey was also conducted which helped us to understand the customer
behavior and the swot analysis of company. Marketing mix of company is also
prepared to understand 4 P’s ofcompany. Thesurvey questionnaire was analyzed
in detailed.

5. 4 | P a g e
INDEX
Contents
PARTICULARS PAGE NO>
1) Introduction
a) Future group 6
b) Big Bazaar
i) Company Profile 7
ii) Vision and Mission 8
iii)Core values 8
2) Store Profile and Layout 9-10
3) Inventory System 11
4) Research Methodology 12
5) Marketing Mix of Big Bazaar 13
6) Customer Relation 14-15
7) Survey Analysis 16-21
8) Swot Analysis 22
9) Conclusion and Recommendations 23
10) References 24
11) Appendix 25-29

6. 5 | P a g e
INTRODUCTION
About Future Group
Future group is one of the India’s leading business group. It was founded by
Kishore Biyani, the founder and CEO of the group. It is India’s most popular
retail chain. They serve millions of customers in more than 400 cities in every
state of country through digital platform and over 2000 stores. It has its
headquarter in Mumbai.
Future group is a private corporate group and all of its businesses are managed
through its various subsidiaries based on customer segment. While retail is the
major business activity of the group, it has its subsidiaries in consumer finance,
insurance, venture capital, supply chain.
Major companies operated under Future Group are: -
 Big Bazaar
 Future lifestyle and fashion
 Future Venture
 Future supply chain
 Koreyo
 Food Bazaar
 Central
 Future General Insurance

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BIG BAZAAR
Company Profile
Big Bazaar works under its parent company Future Group founded in 2001 by
Kishore Biyani. It is a chain of hypermarkets in India. Its stores are customized
to provide the feel of mandis and melas while offering modern retail features like
Quality, Choice and Convenience.
On successful completion of 10 years in Indian retail industry, in 2011, Big
Bazaar has come up with a logo with new tagline “Naye India Ka Bazaar”,
replacing the one “IsseSasta Kuch Nhi”. Currently it has 250+ stores across 120
cities. Big Bazaar has become the Father of Retail in few recent years.
The first set of Big Bazaar stores opened in 2001 in Kolkata, Bangalore and
Hyderabad. It has acquired Easy Day stores of Bharti in 2015. Big Bazaar has
started a new operation of Future Group Fixed Deposit. To add further value to
its retail services by offering various value-added services like their own website,
future pay app, payback cards and membership cards.

8. 7 | P a g e
Vision
To deliver everything, everywhere, every time, to Indian customers in most
profitable manner.
One core value of the group is “Indianness” and its corporate credo is- Rewrite
rules, Retain values.
Mission
We share the Vision and belief that our customerand stakeholders shall beserved
only creating and executing future scenario in the consumption space leading to
economic development.
We will be the trendsetter in evolving delivery formats, creating retail, making
consumption affordable for all customer segments.
Core Values
 Indianness-Confidence in ourselves
 Leadership-To be leader in thought and business
 Openness-To be open in and receptive to new ideas, knowledge and
information
 Adaptability-To be flexible and adaptable to new challenges
 Introspection-Leading to purposeful thinking
 Simplicity and Positivity
 Respect and Humility
 Valuing and Nurturing Relationship

9. 8 | P a g e
STORE PROFILE AND LAYOUT(Department)
Big Bazaar Store
Silver arc mall
Near Aarti Cinema Chowk, Gurdev Nagar, Ludhiana, Punjab 141001
0161 405 1000
The store is in the Silver arc mall, Ludhiana in the basement area. It is divided
into different sections and departments. The storehas a human resourceofaround
72 employees. Other than this Promotors from different company or productare
also the part of human resource at store. Customers can get all kind of products
under the one roof.
Hierarchy at store
There different department manager for each department and some departments
may have more than one DM. Team leader can also be than one for every
department. Workforce for house-keeping and security is from third party. The
store conducts its internal meetings monthly where the associates are rewarded
for their great performance.
Store
Manager
Department
Manager
Team
Leader
Team
Members
Visual
Merchandisor
Human
Resurce
Manager

10. 9 | P a g e
Departments and sections
 Fashionat Big Bazaar
 Kids Section
 For Infant
 For Boys
 For Girls
 Accessories
 Men’s Wear Section
 Ladies’ Wear Section
 Ladies Night Wear Section (By Shyla- Pretty har pal)
 Footwear
 For Men
 For Women
 For Kids
Major Brands in Fashion and Apparel are: - Srishti, Pink & Blue, DJ & C,
Spark, Spunk, NYX, Buffalo, Shatranj, Shyla, Haute & Spicy, Knighthood.
 Depot
 Stationary
 Toys
 Sports
 Non- Food
 Home Care
 Fabrikleen
 Personal Care
 Head to Toe
 Foodand Grocery
 Chef Zone (Ready to cookfood)
 Hungry Kya (Ready to eat food)
 Staples
 Bakery (Live food)
 Farm & Fresh (Dairy and fruits and vegies)
 GeneralMerchandise
 Luggage
 Home
 Bedding and Bathing
 Cookware

11. 10 | P a g e
INVENTORY SYSTEM
A centralised inventory and stocksystemis there which is called as BB Hub. Here
the company deals with various companies like HUL, Dabur, Nestle, Prestige,
Dreamline etc. to take their product for sale. All the stocks are maintained in
Distribution Centre.
The store makes their purchase order for required inventory to DC. There is a
software i.e. Automatic Raised stocks which tells the inventory requirement of
the store on the basis of sales and place order to DC.
Stores can make manual Purchase orders whenever there is any special
requirement.
Daily and monthly sales and inventory sheet are prepared at storelevel. Store has
an approx. average inventory of 4.5 crores to 5 crores.

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RESEARCH METHODOLOGY
Research methodology is set of various method used to conductthe research and
get to know required data. It includes-
 Observing the working of store
 Discussion with manager and employees
 Go through various websites
Area of Study: -
The study is done in the area of marketing and consumer relation management.
The study is done at Big Bazaar store at Ludhiana
Source of Data:-
1) Primary Data 2) Secondary Data
 Primary data was collected by interviewing the management ofthe store
and employees of the store. One more source of primary data was
survey.
A questionnaire was prepared and customer of Big Bazaar were approached
to fill it up. The responses of customer are analysed.
SAMPLE LOCATION- Big Bazaar store, Ludhiana
SAMPLE SIZE- 55 customers of Big Bazaar
SAMPLING TECHNIQUE- Random
CONTACT METHOD- Personal interview and Questionnaire
 Secondary data was collected by various books, journal and websites.
The data helped to analyse situation in detail.
MARKETING MIX

13. 12 | P a g e
CUSTOMER RELATION
PRODUCT
Big Bazaar offer all kinds of products to its
customer. It satisfies the needs of various
customer segments which include men,
women, kids.
They offer products ofvarious companies.
Big bazaar has its own brands productalso
like, Tasty Treat, Koreyo, Srishti.
PRICE MIX
Big Bazaar has same price for all the
customers. Special pricing is offered to only
loyal customers of big bazaar.
It follows following price strategies: -
 Maximum Retail Price (Full price)
 Promotional Pricing (Discounts)
 Psychological Pricing (like 499, 199)
 Time Pricing (For Specific time of day)
 EMIs and SBI financing
 Special Event Pricing (festive offers)
 Future pay wallet pricing (Cashbackon
FP)
 Combo pricing (Buy one get one)
 Wholesale pricing (Buy this much
quantity at lower price)
PLACE MIX
Big Bazaar majorly operates its selling
through its physical stores. It also has a big
bazaar website to buy goods online. Other
than that, it also offers the option of Home
Delivery to its customers on minimum
shopping of Rs.1000 within the area of 12
km. For Store location Big Bazaar takes
following points in consideration: -
 Accessibility for customer to reach
 Parking Facility
 Store Design and layout
These stores mostly operate in a crowded
area.
PROMOTION MIX
Big promotes itself on a very high level. Its
focus is to bring the customer every time to
their store. They promotetheir offers.
BB promotes through: -
 Newspaper advertisement
 Future pay App Promotion
 Hoardings
 T.V and Social Media
 Special day offers (Wednesday
Bazaar, Big Days)
 Store Decorations
 Special Big Bazaar Gift Wrappings
Most popular and preferred way among the
customers is future pay app.
PRODUCT MIX
Food Apparel Non Food Home

14. 13 | P a g e
Customer is the most important part of any business. And in retail sector if we
talk about customer, then it is said that ‘Customeris the King’. We must operate
in sucha way that our customer gets satisfied. A customer service can change the
entire perception a customer has towards the company. You can offer as many
offers as you want and can make new customers but unless some of them come
back to you, your business would not be profitable.
Target Customer segment of Big Bazaar: -
 Upper middle- and middle-class customer
 The large growing and young working youth
 Working Women and home- makers
Big Bazaar believes in not just making sales, but creating customer- the satisfied
customer. In the Big Bazaar storethey have a Customer Seva Desk (CSD), where
the complaints and grievances of customers are handled. Customer relation
management is very important at big bazaar. All the problems of customers are
resolved at CSD. Other than this various kind of other operations are also held.
VARIOUS OPERATIONAT CSD: -
1) Grievances & Complaints of customer
2) Exchange of bill item
a) Piece to Piece Exchange
b) Credit Note
c) Payment Voucher (Full payment refund)
3) Announcements of offers
4) Online records of customer complaints & and their solution
5) Maintenance of various registers
Following are the registers maintained at CSD: -

15. 14 | P a g e
 Free Gift register
 Announcement register
 Courier register
 Home Delivery register
 Lost and found register
 Enquiry and Complaint register
 Return registers
 Gift Wrapping register
 Alteration register
 Future Pay Fixed Deposit register
 Membership card register
 Coin register (Occasional)
Due to Diwali month Big Bazaar offers its customers Silver or Gold coin on
a specific amount of bill order. Big bazaar has membership cards for
customer. It is actually a strategy to make loyal and regular customers. It
offers two types of membership cards one is Rs.5000 where customers get
Rs. 6000 in back and another is Rs.10000 where customers get Rs.12000 in
return. Other techniques to create loyal customers is Future pay app wallet
(special offers and prices) and Paybackcard (point on every purchase that can
be redeemed).
A new project of Big Bazaar is Future Group Fixed Deposit. Under this
project they are offering customer to maintain a fixed deposit at future group.
The minimum amount of FD is Rs. 10000. Customers take the fixed deposit
for minimum one year and maximum three years. The interest they get is
up to 10.35% per quarter. This is how the CRM works at Big Bazaar.
SURVEY ANALYSIS (Findings and Interpretation)

16. 15 | P a g e
I have conducted a customer survey at Big Bazaar store. The questionnaire of the
same has beenattached with report(refer Appendix 1). Thesurvey was conducted
to know the customer experience at Big Bazaar and this would be also helpful in
swot analysis.
Analysis of Survey Questionnaire:
1) Age group of customers-
As we see in the graph major
portion of customers at Big
Bazaar is of the age of 26-40
years. The customers of 55+
age are very few. One another thing was seen during survey was that people
under the age group of 18-25 years mostly buys clothing and footwear.
2) How frequent the customers visit Big Bazaar?
A large chunk of customer at Big Bazaar come here on monthly basis. Only 3
customers out of our survey were visit the store daily. Their main purposeto visit
is to buy fruits and dairy products as well as to visit bakery section. A good
number of customers visit Big Bazaar without any planning, whenever they feel
need to visit they are there. On the basis of this data we can interpret that Big
Bazaar must have good monthly offers and schemes for customer.
3
2
8
10
22
10
18
03
15
19

17. 16 | P a g e
3) Major Footfalls of customers on-
Most of people prefer to come
on weekends rather than the
week days. One of reason for
this distribution is that the
working people mostly get off
on weekends so, they prefer to
shop on those days. But if we
around 41% of people are
visiting on weekdays. They be homemakers. There are some customers also
for them days actually does not matter.
4) Purpose of Visit-
As Big Bazaar is a shopping hub. So, the main purpose of visit is shopping for
the most of the customers. There are some customers who only come for bakery
section. Shopping is the purpose of approximately 50% of customers. 12
customers are the one who come to bazaar to spend a great time there. Out of the
50% of customers those come for shopping also uses bakery section.

18. 17 | P a g e
5) How customer get to know about offers and which of the promotional tool
is most preferrable
We can clearly interpret that most common and favourable tool of promotion of
Big Bazaar is its future pay
app, where customers can see
all kind of offers of Big
Bazaar. There are 22% (12)
customers were there who said
they only get know about the
offers when they visit the
store. Another preferred
method for customers is get to
know about the store through
their friends orfamily. Most of
people are not aware of the
digital promotion i.e. social
media, T.V. or Hoardings.
Other promotion includes
vouchers etc.
6) Items that most of the customer buy:-
Out of our sample size 40 customers were who came to the storeto buy groceries
and most of these customers also buy products from the personal care section.
Customers of electronics were quite less. Similarly, Daily visitors at Big Bazaar
are the one who buy
dairy products and fruits
and vegetables.
Customers of clothing,
footwear and cookware
mostly come on monthly
or quarterly basis.
24%
7%
5%
4%
22%
18%
5%
4%
11%
Most attracted tool of promtion
Future Pay
Newspaper advertisement
T.V
Hoardings
Store Visit
Word of Mouth
Social Media
Other
No promotion needed

19. 18 | P a g e
7) How manycustomers hold special Card and Wallet of Big Bazaar?
Most of Customer have
future pay wallet as well
payback card. But when I
had taken this survey then it
was seen that Approx 22%
of people are those who
have future pay membership
card. Some of the customers
had membership card but
now it is expired. So we can
say that future pay wallet is
mostly used by customers.
Big Bazaar also gives wallet
money offers to its
customers.
8) Monthly spending of
Customer at Big Bazaar:
About 50% of the customer
at Big Bazaar spend less Rs.5000 monthly. Only 2 customers are there whose
monthly spending was more than Rs.25000. People spending Rs. 5000 to 10000
were basically those customers who shop groceries as well as apparel. There are
some customers who spend more than Rs.25000 on special or seasonal days.
Like right now in this Diwali seasoncustomers have spent good amount money
on gift items.

20. 19 | P a g e
9) Overall Customer satisfaction:
These three questions were asked to customers to know about the customer
satisfaction at Big Bazaar. It would help to know are the customers are
satisfied with price and the customer services.
14 customers are fully satisfied with the pricing and their overall experience
is very high. Very few customers are there who are not at all satisfied at Big
Bazaar. If we talk about customer service then customers said that the staff is
helpful. About more than 80% i.e. majority of customers think that the staff
is good, but one point they put in front is that they are not happy with billing
and CSD. Billing took very long time and area of CSD is also very crowded.
Is the Staff Helpful
Overall Experience
Price Satisfaction for customers

21. 20 | P a g e
10) Other Retail stores visit by customers:
As we can Reliance and Easy day are two competitors of Big Bazaar. Easy day
is also the part of future group. Most of the apparel customers visit Reliance
trend and lifestyle stores. There are some loyal customers of big bazaar who
does not visit any other store. The major reasonfor vising other stores is: -
 Conveinience and Easy access to other stores is the major reason for
visiting other stores.
 19 Customer finds more product variety in other stores
 Customers also finds the prices are comparitevly less in other stores and
they offer more discounts.
 18% of customers were those who gets attracted by the promotions of
other stores.

22. 21 | P a g e
SWOT ANALYSIS
Here we will do the swot analysis of the company to analyse it internally as
well as externally.
 Wide range of product
 Every day low pricing
 Point of purchase
 Emphasis on customer satisfaction
 Tagline (isse sasta kuch nhi)
 Special day offer (saal ke sabse
saste din)
 Good employee- employer relation
 Huge Customer base
 Lack of popular branded products
 Low product quality of some items
 Store Maintenance
 Lack of loyal customers
To grab the rural market
Addition of products
More emphasis on FBB
Tie up with popular brands
As retail is a growing sector so try
to open up more stores
 As our survey indicates Reliance is a
big threat to Big Bazaar.
 Local and established retail store
give a tough competition to Big
Bazaar
 Prices and promotion of products in
the market are also a major threat.
Strengths and Weaknesses are the internal factors that are affecting
the company and its growth, whereas opportunity and threats are
external forces impacting the company.

23. 22 | P a g e
CONCLUSION OF REPORT
To summarize this report, I will conclude on the following points.
1) Big Bazaar is hypermarket retail store that offer wide range of products at
good prices.
2) Its target customer segment is middle and upper middle class of people.
3) As per our survey its recommended for the storeto attract more customers on
weekdays.
4) Customer base of Big Bazaar is more attracted towards the offers and
discounts.
5) If we talk about promotion, people are not very much aware of it.
6) Stores have no direct contactwith companies.
7) The employees are responsible and customer friendly.
8) Other than shopping people enjoy the bakery section of store.
RECOMMENDATION
1) Advertising is the requirement of retail, so they should be more focused on
promotion and advertisement.
2) Store maintenance should be the major focus of the store.
3) As perthe customers suggestion stores must have proper labelling ofproducts.
4) Better customer service so that customer visit again and again.
5) Offer should be provided to get new customers and retain the old one
6) Propertraining should be provided to employees.
7) It should include more branded products.
8) Service at cash counter need be to improved.
9) Special offer must be there for the customer who buy in bulk.
10) One more suggestion from customer was to give free shoppingbag at some
specific purchase amount
11) Most of customers have size availability issue in FBB section.
12) They should clearly communicate terms and conditions of offers.

24. 23 | P a g e
REFRENCES
BOOKS: -
Marketing Management- By Philip Kotler
Marketing Management- By Narayana Swami
WEBSITES: -
https://www.bigbazaar.com
https://en.wikipedia.org/wiki/Big_Bazaar
https://futurepay.co.in/
https://www.academia.edu

25. 24 | P a g e
APPENDIX
I. SURVEY FORM (BIG BAZAAR) SURVEY FOR PROJECT
REPORT
1. Name * ______________________________
2. Age *
Mark only one box.
18 - 25 years
26 - 40 years
41 - 55 years
55+ years
3. How frequently do you visit Big Bazaar *
Mark only one box.
Daily
Weekly
Monthly
Quarterly
Unplanned
Occasionally
Other: ______________
4. When you prefer to come to Big Bazaar

26. 25 | P a g e
Mark only one box.
Weeks days
Weekend
Other: _________________
5. Why you visit big Bazaar *
Check all that apply.
Shopping
Leisure and fun time
Bakery
Other
6. How do you get to know about offers at Big Bazaar? *
Check all that apply.
 Future pay App
 Newspaper Advertisement
 Hoardings
 Tv Advertisement
 Social Media
 Word of mouth
 Store visit
 Other:
7. Which medium of above promotions attracts you the most? *
________________________________________________________
8. Which kind of items do you buy mostly from Big Bazaar? *

27. 26 | P a g e
Check all that apply.
 Grocery
 Clothes
 Footwear
 Personal care
 Cookware
 Dairy products
 Fruits and Vegetables
 Electronic
 Other: ________________________
9. Do you have Future pay membership Card? *
Mark only one box.
Yes
No
10. Do you use Future pay wallet or payback card?
Check all that apply.
 FP wallet
 Payback card
11. What is your monthly spending at Big Bazaar? *

28. 27 | P a g e
Mark only one box.
Less than Rs.5000
5000 to 10000
10000-25000
 More than 25000
12. How satisfied are you with the pricing of Big Bazar *
Mark only one box.
<> 1 <> 2 <> 3 <> 4 <> 5
Least satisfied Extremely satisfied
13. Is the staff of store helpful *
Mark only one box.
Very helpful
 Helpful
Not helpful
 Other:
14. Apart from Big Bazaar which other retail stores you visit? *
Check all that apply.
 Reliance
 Metro
 Best price
 Easyday
 Other: _____________________
 Don't visit
15. Reason for visiting

29. 28 | P a g e
 Check all that apply.
 Price
 Offers and discount
 Promotions
 Easy access
 Customer service
 Product variety
16. Rate your overall experience of shopping at Big Bazaar *
Mark only one box.
<> 1 <> 2 <> 3 <> 4 <> 5
Not good Great
17. Please give your valuable suggestions:
________________________________________________________________
________________________________________________________________
THANKYOU!!